Soft Drinks in Cameroon
Euromonitor International's Soft Drinks in Cameroon market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 106 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Average overall performance in 2008, with bottled water driving growth
Sale of soft drinks witnessed average overall growth in 2008, against a backdrop of rising international fuel and food prices, in addition to the continuing pervasive effects of excise duties that were introduced on carbonates, fruit/vegetable juice and bottled water in 2006. However, growth was markedly better in 2008, in comparison to the review period. Carbonates continues to dominate both value and volume sales, despite lagging behind in growth terms, while the bottled water sector is the most dynamic in growth terms. Fruit/vegetable juice also performed well, thanks to increasing health awareness amongst Cameroonians.
Growth mitigated by several factors
In spite of the 30% public sector salary increase that occurred in April 2008, the overall economic situation of most Cameroonian consumers is still precarious given the negative effects of international fuel and food price hikes. The effect of the latter has been on unit prices that rose steadily in 2008, seriously undercutting consumer purchasing power. This has reduced the effectiveness of company advertising campaigns and the positive influence that could have been derived from rising consumer health awareness amongst Cameroonians.
Local players maintain leadership in soft drinks
Société Anonyme des Brasseries du Cameroun (SABC) and it subsidiaries continued to dominate bottled water and carbonates in 2008, thanks to strong distribution coverage across the country and established brand recognition in the market. However, SABC’s Source Tangui is increasingly facing growing competition in the bottled water sector from the rival brand SEMME. In the highly segmented category of fruit/vegetable juice, Société de Fabrication des Vins du Cameroun (SOFAVINC) managed to maintain its leading position amongst local players, thanks to its efficient promotional campaigns and low price policy.
Off-trade is still the most popular distribution channel
Off-trade remained the main channel through which Cameroonians buy their soft drinks. The large majority of soft drinks are mainly consumed at home with lunch and dinner; therefore the off-trade channel dominated volume sales in 2008. Given Cameroon’s economic climate characterised by declining consumer purchasing power, consumers of carbonates usually prefer retail to foodservice channels, since prices are lower and therefore more affordable to all income groups. The most popular off-trade retail outlets for soft drinks are independent small grocers, notably off-licences, and convenience stores.
Promising outlook for healthy soft drinks
Healthy soft drinks hold great promise of expansion during the forecast period. As Cameroonians become increasingly health-conscious the demand for low calorie carbonates, fruit juices and bottled water is expected to increase considerably over the forecast period. An increasing number of consumers are expected to choose this type of soft drink as an alternative to carbonates due to the health risks associated with their consumption, and this is projected to significantly drive sales. Bottled water is expected to remain the most dynamic category in soft drinks. The main reasons behind this are the severe constraints on the supply of drinking water, which is expected to worsen, hence fuelling household demand.
Table of contents
SOFT DRINKS IN CAMEROON : MARKET INSIGHT
EXECUTIVE SUMMARY
Average overall performance in 2008, with bottled water driving growth
Off-trade is still the most popular distribution channel
Promising outlook for healthy soft drinks
MARKET DATA
Table 1 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 2 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 3 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 4 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 5 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 9 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 10 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 11 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 12 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 13 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 14 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 15 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 16 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 17 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 18 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 19 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 20 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 21 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 22 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 23 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 24 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
APPENDIX
FOUNTAIN SALES
SECTOR DATA
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Summary - Research Sources
SECTOR DATA
Table 36 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 37 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 38 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 39 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 40 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 41 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
Table 42 Low Calorie Carbonates by Subsector
Table 43 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 45 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 46 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 50 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 51 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 52 Brand Shares of Carbonates by Off-trade Volume 2005-2008
SECTOR DATA
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 57 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 58 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 59 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 60 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 61 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 62 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 64 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 65 Sales of Bottled Water to Institutional Channel 2003-2008
Table 66 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
SECTOR DATA
Table 67 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 68 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 69 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 70 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 71 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 72 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 73 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
Table 74 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 75 Off-trade Sales of Bottled Water: Value 2003-2008
Table 76 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 77 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 78 Company Shares of Bottled Water by Off-trade Volume 2004-2008
SECTOR APPENDIX
Concentrates Conversions
Table 79 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 80 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 81 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 82 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 83 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
Table 84 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 85 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 86 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 87 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 88 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 89 Brand Shares of Concentrates by Off-trade Value 2005-2008
SOCIÉTÉ ANONYME DES BRASSERIES DU CAMEROUN (SABC)
Strategic Direction
KEY FACTS
Summary 2 Summary - Société Anonyme des Brasseries du Cameroun (SABC): Key Facts
Summary 3 Summary - Société Anonyme des Brasseries du Cameroun (SABC): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Summary - Société Anonyme des Brasseries du Cameroun (SABC): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Summary - Société Anonyme des Brasseries du Cameroun (SABC): Competitive Position 2008
UNION CAMEROUNAISE DE BRASSERIES
Strategic Direction
KEY FACTS
Summary 6 Summary - Union Camerounaise de Brasseries: Key Facts
Summary 7 Summary - Union Camerounaise de Brasseries: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
LOCAL COMPANY PROFILES - CAMEROON
SOCIéTé ANONYME DES BRASSERIES DU CAMEROUN (SABC) - SOFT DRINKS - CAMEROON
STRATEGIC DIRECTION
UNION CAMEROUNAISE DE BRASSERIES - SOFT DRINKS - CAMEROON
STRATEGIC DIRECTION
CARBONATES IN CAMEROON
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
FRUIT/VEGETABLE JUICE IN CAMEROON
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
BOTTLED WATER IN CAMEROON
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
FUNCTIONAL DRINKS IN CAMEROON
HEADLINES
Table 90 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 92 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 93 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 94 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 95 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN CAMEROON
RTD TEA IN CAMEROON
RTD COFFEE IN CAMEROON